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I open Pinterest and the first things I see are a blueberry salad, a collage of sea otters and a wedding gown. Comments read “great idea!”, “adorable!” and “my style!” I scroll down. The emphasis on hip inspiration is apparent.

After browsing through the “pinboard” for five minutes, I’m not surprised to read comScore’s reports that out of over 10 million registered users, 50% are mothers and 28% have a household income of $100k+. So am I eager to make an account for myself? No—I’m not dying to “pin” photos of Leonardo DiCaprio or golden retriever puppies. Am I going to totally ignore Pinterest? Absolutely not.

Pinterest is the fastest growing social media site. It’s a great way to draw attention to your business, especially if you have a female demographic.
The trick is figuring out how to use Pinterest as a marketing tool. Whole Foods seems to have the right idea. After creating their brand account in July 2011, the organic grocery store has gained over 50,000 followers. Images on the Whole Foods Pinterest page speak to the values of the company. With boards for dinner recipes, fitness inspiration and recycling ideas, they’ve built up a brand image and gained loyalty from trendy moms everywhere.

They say, “A picture is worth a thousand words.” This rings especially true to brands looking to connect emotionally with the consumer. Text posts on Facebook and Twitter are about selling products. But images on the simple boards of Pinterest let businesses create a connection.

After all, Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find interesting.” Text posts get you some one-time purchasers, but images get you brand enthusiasts.